Bet Builder Deep Dive: Testing, Scoring And Ranking UK Bet Builder Products

In this 26pp special report we use additional data obtained during our 1H26 sports betting app testing round to provide rankings and analysis of bet builder performance from some of the leading UK sports betting apps.

Slightly delayed by illness, our 1H26 round-up contains analysis of the full market in 2Q26 and for the first half of the year. It also contains our adjusted forecasts in the face of a surprisingly strong second quarter. Additionally, we take a deeper dive into the apparent troubles at Flutter UKI and offer some thoughts on the pending ad ban and the outlook for the UK sector.

This quarterly report focuses on a new region of the world each quarter. We highlight market sizing, details about popular games and genres, and other relevant information we feel is helpful towards gaining a good understanding of each respective region. This quarter, we focused on the United Kingdom. The UK includes England, Scotland, Wales, and Northern Ireland, with a combined population of roughly 69 million. The UK ranks sixth globally in mobile gaming IAP gross revenues. For CY25, we estimate the UK’s mobile gaming market generated approximately $2,586 million in IAP revenues. We estimate IAA revenues at between $850 million and $1 billion, bringing the UK’s total mobile gaming market to between $3.44 billion and $3.59 billion in CY25.